Influence Consumer Purchase Decisions Research Articles

Pengaruh Online Advertising, Social Media Marketing, dan Electronic Word Of Mouth Terhadap Keputusan Pembelian

Promotional efforts must be carried out using social media as a marketing tool in line with increasingly sophisticated technological advances. With promotions using social media marketing, business people must be innovative and attractive in order to influence consumer purchasing decisions. Meanwhile, promotion by means of online advertising can help potential customers understand the things they provide and help customers make purchasing decisions. Therefore, consumers who use forums or online sites to look for reviews or comments about a product often use electronic word of mouth promotions. Nowadays, cosmetics have become a special need for women to care for themselves and have good skin. This encourages women to apply cosmetics to look attractive and keep facial skin healthy. So this research aims to discuss the magnitude of the influence of online advertising, social media marketing, and electronic word of mouth on purchasing decisions. This research used a purposive sampling method involving 110 respondents who used Wardah products in the Jabodetabek area. Data analysis uses multiple linear regression. The results show that online advertising has a positive influence on purchasing decisions. Then, social media marketing has a positive influence on purchasing decisions. Then, electronic word of mouth has a positive influence on purchasing decisions. Then, online advertising, social media marketing, and electronic word of mouth simultaneously have a positive influence on purchasing decisions.

The impact of changes in sales promotion depth on consumers’ purchase intentions in an e-commerce environment

ABSTRACT Variations in sales promotion in e-commerce impact online purchase decisions. Managers of e-commerce marketplaces must comprehend the effects of sales deviations on purchase decisions. We categorize sales promotion changes as either recognisable or unrecognisable to the consumer. We used the stimulus-organization-response model to assess the influence of diverse sales promotions influence consumer purchase decisions via the perceived attractiveness of the product. Using data from 587 online consumers we discovered distinct impacts between recognisable and unrecognisable changes on perceived attractiveness and purchase intention. Additionally, product value moderates these effects. Current research provides valuable insights with interesting theoretical and managerial implications.

Product Influence Matrix on Purchase Intentions: Unravelling the Dynamics of Consumer Perception Towards Smartphone

This research study aims to examine consumer perceptions regarding the product influence matrix and its impact on purchase intentions among smartphone users in the Kathmandu Valley of Nepal. A descriptive and exploratory research design was employed, and data was collected through questionnaires distributed both in-person and online. The sample size of 412 respondents was determined using non-probability convenience sampling. The results showed that compatibility, brand, product features, and social influence were positively perceived by consumers, with compatibility and brand being the most influential factors. However, purchase intention received a slightly lower mean score, suggesting that there might be other factors influencing consumers' purchase decisions. The correlation analysis revealed significant correlations between all the product influence factors and purchase intention. The multiple regression analysis demonstrated that the combination of compatibility, brand, product features, and social influence significantly predicted purchase intention, explaining approximately 65.4% of its variance. The findings suggest that building strong brands, emphasizing attractive product features, and leveraging social influence can positively impact consumers' purchase intentions. The study provides valuable insights for smartphone marketers in understanding and influencing consumer behaviour in the Kathmandu Valley market. However, further research is recommended to explore specific aspects of compatibility and identify additional factors that may influence consumer purchasing decisions in this context.

Characteristics of research on green marketing. Theoretical study.

The article highlights how the idea of sustainability has become an integral part of the business economy, presenting more effective strategies that can be adopted within companies to gain increasingly competitive advantages linked to sustainability. The concept of green marketing, focused on promoting products and services with low environmental impact, is gaining increasing relevance in this context. The number of companies adopting sustainable practices is growing significantly, partly due to the increasing attention that states and international organizations are devoting to sustainability. The social benefits arising from the synergy between business activities and sustainability are recognized, prompting various entrepreneurial entities to adopt these perspectives. This trend involves companies from every sector and size, as they operate in a globalized market influenced by the surrounding environment. To achieve effective integration of sustainability, companies should adopt innovative approaches that not only address the complex market challenges but also create long-term value. This not only improves the relationship with stakeholders who share values and objectives but also reflects a commitment to responsible business management. Green marketing represents an essential tool in this context, promoting eco-friendly products and services, facilitating the communication of sustainable practices adopted by companies. This approach not only helps build a positive corporate image but can also positively influence consumer purchasing decisions, as they are increasingly oriented toward products and services that respect the environment. Furthermore, to tackle this complex challenge based on competitiveness, companies need to develop a robust Environmental, Social, and Governance (ESG) evaluation plan. This plan not only focuses on reducing environmental impact and responsible resource management but also contributes to enhancing corporate reputation, thus creating enduring value over time. The goal of the article is to analyse how the integration of green marketing and sustainability can generate competitive advantages and create long-term value for companies. By examining the current business environment and the increasing importance of sustainability in the corporate environment, the article aims to identify the most effective strategies to promote products and services with a low environmental impact and to transparently communicate the sustainable practices adopted. In addition, the article aims to highlight the social benefits of the synergy between business and sustainability, which are driving more and more companies to adopt these perspectives. Through the analysis of case studies and empirical data, an attempt will be made to demonstrate how the implementation of innovative approaches can not only address market challenges, but also improve stakeholder relations and enhance corporate reputation. Finally, the article aims to examine the importance of a sound environmental, social and governance (ESG) assessment plan in addressing competitive challenges, highlighting how such a plan can contribute not only to the reduction of environmental impacts, but also to the creation of lasting value through responsible business management.

Graphic or short video? The influence mechanism of UGC types on consumers' purchase intention—Take Xiaohongshu as an example

This study explores the effect of user-generated content (UGC) on consumer behavior and investigates how different types of UGC affect consumer purchase intention. The research model was constructed based on media richness theory (MRT), dual coding theory (DCT), and construal level theory (CLT), with the social media and e-commerce platform, Xiaohongshu, serving as the research object. Through five experiments, this study investigates the effect of graphic and short video UGC on consumer purchase intention and explores the mediating effects of perceived psychological distance and perceived value as well as the moderating roles of different UGC creators and experiential disclosure. The findings reveal that short video UGC generates a stronger purchase intention than graphic UGC, and that perceived value acts as a mediator between the type of UGC and purchase intention. Perceived psychological distance mediates the type of UGC and perceived value. Additionally, the type of UGC creator and disclosure of experiential information influence consumer purchase decisions across different contexts. These findings enrich our understanding of the conditions under which the type of UGC affects purchase intention. Our research contributes theoretically to our understanding of how UGC influences consumer purchase intention and, practically, by offering insights for e-commerce development.

The Effect of Product Diversification and Brand Equity on Purchase Decisions With Promotion Strategy as a Moderator

Product diversification and brand equity are two critical factors that can influence consumer purchasing decisions. Product diversification can expand the range of products and services available to consumers, while brand equity can create trust and consumer loyalty. Promotion strategies can also serve as a moderator in the relationship between product diversification and brand equity with purchasing decisions. This research aims to analyze the impact of product diversification, brand equity, and promotion strategies on purchasing decisions. This study uses the Structural Equation Modeling (SEM) method with the assistance of Smart PLS software. The Hair method is used to determine the sample size, resulting in 140 respondents. The research results show that product diversification and brand equity have a positive influence on purchasing decisions. Promotion strategies play a moderating role that strengthens the influence of product diversification and brand equity on purchasing decisions, with the coefficient of determination analysis showing a figure of 72.6%, while the remaining 27.4% is influenced by other unexamined factors. Implications for companies indicate that companies aiming to enhance consumer purchasing decisions need to pay attention to two aspects: product diversification and brand equity. Product diversification can be achieved by offering a variety of products that can meet the diverse needs and desires of consumers. Brand equity can be built by creating trust and consumer loyalty. Furthermore, companies also need to use appropriate promotion strategies to enhance consumer purchasing decisions. Promotion strategies can be used to influence consumer perceptions of the products or services offered.

Consumer’s Automobile Purchase: A Concept

Acquiring a vehicle involves a multifaceted decision-making process encompassing individual preferences, financial considerations, lifestyle choices, and brand perceptions. Also, the income level plays a pivotal role in shaping consumers' ultimate intentions regarding car purchases. Hence, the need is to delve into such determinants which are foreseen to influence consumer purchasing decisions for automobiles, especially in Pakistan, where the automobile industry is on the verge of life due to peoples’ shift of intentions towards the basic needs of life rather than the purchase of a car. For better results, the study on this topic can rely upon the survey analyses based on quantitative questionnaire-based interrogation of the interfering variable, which causes to finalize the car purchasing decision. This view of research holds significance for policymakers in Pakistan's auto sector, offering a comprehensive understanding of the intricate relationship between product attributes, pricing, after-sales service, product quality, brand loyalty, and consumer purchase intentions.

Effects of Social Media Marketing on Vegetarian Food Literacy and Post-Purchase Decision

This study aims to determine and analyze the effect of social media on vegetarian food literacy, the effect of vegetarian food literacy on purchasing decisions, and the components of the AISAS model that most effectively influence consumer purchasing decisions. This study involved 158 respondents. Respondents consisted of Generation Y and Z in Palembang, who were selected using the purposive sampling quota technique. Data collection was carried out using an online questionnaire. SEM-PLS analysis in this study was used to analyze the direct influence of social media on vegetarian food literacy and consumer purchasing decisions based on AISAS modeling. The results of this study indicate that social media has a significant and positive effect on consumers' attention, interest, and search factors. The share factor is the most influential factor in consumer purchasing decisions and on vegetarian products. The influence given by influencer testimonials and friends is considered the most effective in attracting other consumers to buy. This can be a reference for vegetarian food businesses to find the most effective marketing methods to attract consumer purchasing decisions

KEPUTUSAN PEMBELIAN PRODUK WARDAH MELALUI E-COMMERCE SHOPEE PERAN CITRA MEREK SEBAGAI VARIABEL MEDIASI

This study aims to analyze the effect of Price and Promotion on Purchasing Decisions. This research will fill the empirical GAP related to findings that do not fully support each other, there is research showing that price and promotion are significant determinants of purchasing decisions. Furthermore, price has a significant influence and becomes a benchmark for consumers before making purchasing decisions, while promotion is to attract consumer attention, as well as provide information about products and services and can influence consumer purchasing decisions. This research method is research with a quantitative deductive approach. The population in this study are people who allow using the Wardah brand. Respondents in this study were 160 people through an online survey using google form with a Likert scale. The sampling technique used non probability sampling with purposive sampling method. Data analysis using SMARTPLS. Validity and reliability tests using smart PLS analysis on the outer model. Hypothesis testing using the smartPLS inner model. The analysis results show that brand image partially mediates the effect of price on purchasing decisions and brand image partially mediates the effect of promotion on purchasing decisions.

Peranan Endorse “Aice” Terhadap Keputusan Pembelian

There are various ways to do marketing carried out by companies and one of them is promotion, one of the current trendy promotional techniques is to use endorsements which can then influence consumer purchasing decisions. This study was conducted with the aim of knowing how much influence endorsement has on purchasing decisions on ice cream brand aice in Medan. This research is descriptive research with a quantitative approach. The sample in this study amounted to 35 community respondents who had seen aice advertisements with random sampling techniques regardless of strata in the population or what is commonly referred to as simple random sampling. Data was collected through a questionnaire via google form. The results showed that Endorsement had a partially significant effect on Purchasing Decisions with a t value of 8.873> t table 1.69092 and Endorsement had a simultaneous effect on Purchasing Decisions with an F value of 78.731> F table 2.86 with a regression coefficient value of 83.9%.

Research on the Influencing Factors of Cross-Border E-commerce Consumers

This study aims to explore the influencing factors of cross-border e-commerce consumers. Through a comprehensive analysis of a large body of literature, we have identified several key factors, including trust, price, product quality, convenience, and cultural factors, among others. These factors have a significant impact on consumers' purchasing decisions in a cross-border e-commerce environment. Trust is considered one of the most important factors, as consumers' trust in e-commerce platforms and sellers directly affects their purchasing behavior. In addition, price and product quality are also important factors considered by consumers; products that are reasonably priced and of reliable quality are more likely to gain consumer favor. Convenience factors, including the ease of the shopping experience and fast logistics services, also significantly influence consumer purchasing decisions.

DETERMINAN KEPUTUSAN PEMBELIAN SECARA ONLINE PENGGUNA APLIKASI SHOPEE

The phenomenon of online shopping at this time which continues to grow, it’s not surprising that business people need to pay attention to the importance of consumer reviews and also provide the best quality of electronic services so that customers can purchase products in the marketplace. This research aims to analyze the factors influencing consumer purchase decisions of Shopee aplication users. These factors include Islamic advertising etnics, consumer psychology and social environment. This research applies quantitative techniques and it is analyzed using IBM SPSS version 22. The sampling method used purposive sampling and the number of samples used in this study amounted to 110 respondents source was distribution of questionnaires to Shopee users in East Lombok by online via WhatsApp. Analysis was carried out by several tests such as validity test, realibility test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that the Islamic advertising etnics (X1) dan Consumer Psychology (X2) have a positive and significant effect on online purchasing decisions, while the social environment (X3) does not have affect on online purchasing decisions at Shopee (Y). The findings of this study can be reference uses as a reference for future researchers who will study similar problems. This research can also be a reference for companies to always be able to maintain aspects of Islamic advertising ethnics and consumer psychology in designing and determining effective and efficient markering policies.
 
 Key words: Purchase Decisions, Islamic Advertising Ethnics, Consumer Psychology, Social Environment

Factors Influencing Purchase Decision of Jackfruit Products in Thiruvananthapuram District

Aim: Jackfruit is popularly known as a poor man's fruit in the eastern and southern parts of India. In India, Kerala is the largest jackfruit-producing state. Beyond its nutritional benefits, jackfruit has received attention for its significant environmental and economic benefits, which arise from its numerous culinary applications and potential as a sustainable food supply. Understanding the factors influencing consumer purchase decisions for jackfruit products is becoming increasingly important as the global perspective on food choices moves towards healthier and more sustainable options. Considering this, the study aimed to analyse different factors influencing the purchase decision of jackfruit products in the Thiruvananthapuram district.
 Methodology: Primary data were collected from the consumers residing in urban centres of Thiruvananthapuram district who had consumed at least one selected product. A purposive sampling method was employed to select 30 consumers for each product category, namely jackfruit chips, jackfruit ice cream, jackfruit flour, and jackfruit varatty. Secondary data were gathered from government reports publications, and journals. Statistical tools like the Index method, Kruskal Wallis, test and Mann-Whitney test were used for the analysis. The study was conducted from August to September 2023.
 Results: The taste and quality of the product emerged as common variables significantly influencing the four consumer groups in their purchase decisions. Factors like brand availability, quality certification, brand image, and social media were the factors not influencing consumers, except for jackfruit ice cream, which stands out due to additional promotional activities compared to other products. The results of the Kruskal-Wallis and Mann-Whitney test highlight significant differences among consumer groups regarding variables such as taste, convenience to use, convenience to cook, and convenience to travel.
 Conclusion: The influence of each variable on selected products showed different levels of influence. The taste and quality of the product emerge as common variables significantly influencing consumers in their purchase decisions. The results of the Kruskal-Wallis and Mann-Whitney test showed that the effects of these factors on each consumer group were not consistent.

Evaluation Of The Role Of Consumer - Atmosphere Congruence And Social Media Influence On Purchase Intention And Recommendation Intention – Case Of Pizza Hut

Due to its growing popularity, social media has become a marketing channel and has been shown to influence consumer purchasing decisions. Furthermore, Consumer will prefer to visit culinary places with an atmosphere of Instagram able concept attractive to create an impression on consumers through visual communication, color, lighting, music, and aroma. Many culinary industries use Instagram to maximize their performance by communicating their products, include Pizza Hut. Changes in people's lifestyles today, which lead to mobile working, have resulted in business people, especially in the culinary field, only sometimes having to promote products or services traditionally but can use social media as a means of promotion. The purposes of this reserach are to know consumer atmosphere congruence influence the consumer's decision on purchase intention and recommendation intention, and to know social media influence the consumer's decision on purchase intention and recommendation intention. Qualitative research method used in this thesis to evaluate the role of consumer atmosphere congruence and social media influence on purchase intention and recommendation intention, specifically for Pizza Hut restaurants. Data from Pizza Hut consumers were collected through both in-depth face-to-face interviews and online survey using questionnaires. The findigs of this research that by evaluating three different indicators for assessing the consumer atmosphere congruence and social media influence, this study shows that design factors, ambient factors, and social factors, can attract and generate interest in buying visitors. Furthermore, consumers agree that Pizza Hut social media influence which are attractive and trustworthy can attract and generate interest in buying visitors at Pizza Hut. The results of this study are expected to be used by store managers to increase the number of consumer visits to Pizza Hut. It was found that social media marketing has a positive effect on purchase intention which is the basis for researchers to provide information to improve performance for the Pizza Hut restaurant.

Analysis of the Effect of Brand Resonance and Brand Trust on Brand Loyalty

Business competition for the products or goods sold. Companies utilize existing resources to obtain superior products. With these resources obtained, you can improve the quality of human resources to meet company needs. The purpose of this research is to analyze whether digital marketing and product quality can influence consumer purchasing decisions on 3Second products in Solo Raya. This research is a quantitative research using a non-probability sampling technique using a purposive sampling method where in this study not all members of the population can be used as a sample, but there are several criteria used so that a person can be used as a sample. The results of this study indicate that digital marketing has no influence on consumer purchasing decisions because it has a t-statistic value <1.96, namely 1.394 and p-values > 0.05, namely 0.164, while product quality has a positive and quite significant influence on purchasing decisions. consumers because it has a t-statistic value > 1.96 which is 6.877 and p-values < 0.05 which is 0.000.

Fake review detection using transformer-based enhanced LSTM and RoBERTa

Internet reviews significantly influence consumer purchase decisions across all types of goods and services. However, fake reviews can mislead both customers and businesses. Many machine learning (ML) techniques have been proposed to detect fake reviews, but they often suffer from poor accuracy due to their focus on linguistic features rather than semantic content. This paper presents a novel semantic- and linguistic-aware model for fake review detection that improves accuracy by leveraging advanced transformer architecture. Our model integrates RoBERTa with an LSTM layer, enabling it to capture intricate patterns within fake reviews. Unlike previous methods, our approach enhances the robustness of fake review detection and authentic behavior profiling. Experimental results on semi-real benchmark datasets show that our model significantly outperforms state-of-the-art methods, achieving 96.03 % accuracy on the OpSpam dataset and 93.15 % on the Deception dataset. To further enhance transparency and credibility, we utilize Shapley Additive Explanations (SHAP) and attention techniques to clarify our model's classifications. The empirical findings indicate that our proposed model can offer rational explanations for classifying specific reviews as fake.

Excellent Customer Experience in the Tertiary Higher Education Sector in Botswana as a Competitive Advantage

This study was aimed at developing a framework for the adoption of social media marketing by Small and Medium Enterprises in the manufacturing sector to improve their sales performance. This study was guided by objectives such as to ascertain how WhatsApp can improve the sales performance of SMEs in Botswana, to assess how Facebook can be used as a tool for increasing SME sales performance, to evaluate how effective LinkedIn is in improving SME sales performance, to determine strategies to implement social media marketing framework for SMEs and to develop a framework for the adoption of social media marketing by small and medium enterprise to improve sales performance. This study adopted pragmatism research philosophy which assisted the researcher in making decisions in regard to what worked best in finding answers for the research objectives mentioned. A sample size of 218 was determined using Taro Yamane sample size determination method. In this study it was established that SMEs have a Facebook page which they use to market its products and communicate with its customers. More so it was established that the majority of SMEs had a limited comprehension of the notion of social media marketing. The notions can be understood in a variety of ways by some. The term social media marketing is frequently used to refer to web-based platforms for engagement that, in addition to facilitating communication, enable users to share content such as photographs, videos, and links to other sites. The study established that WhatsApp has the potential to positively influence consumer purchasing decisions, thereby contributing to the growth of sales for local culinary items. It is important to comprehend the ramifications of Facebook strategies from the customer standpoint, as well as the determinants that contribute to the triumph of brands in the social media realm. It was observed that LinkedIn can assist SMEs to connect with potential customers, enhance brand visibility, and drive sales. The research suggests that policymakers should establish an index on social media marketing to serve as a reference for all small and medium businesses as a way of improving implementation of social media marketing. This research contributes to the academia and industry by identifying some research gaps and providing directions for future researches.

희소 또는 인기? 소비자 심리 소유권과 제품 품질 인식에 대한 온라인 정보 단서 유형의 영향 연구

With the development of artificial intelligence, big data, and push technology, product information has taken on various forms, and online retailers are employing two strategies, scarcity/popularity clues and opportunity/cost-based promotion accessibility, to influence consumer purchase decisions. However, there has been little research on the effectiveness of these promotional strategies. In this paper, drawing on the scarcity heuristic model, we investigate, through three experiments, the impact of information cues and promotion accessibility on consumer’ perceptions of product quality, mediated by psychological ownership. The research findings indicate that, compared to popularity clues, consumers perceive higher product quality under scarcity clues. In the case of opportunitybased promotion accessibility, popularity clues promote a higher level of consumer perception of product quality compared to scarcity clues. In the case of cost-based promotion accessibility, scarcity clues promote a higher level of consumer perception of product quality. Psychological ownership of consumers acts as a mediator in the interaction between information cues and promotion accessibility, affecting consumers’ perception of product quality. This study not only explores the positive effects and underlying mechanisms of different types of information cues and promotion accessibility on customers’ perception of product quality in the online shopping context but also investigates the mediating role of psychological ownership in the impact pathways. This research contributes to enhancing the effectiveness of consumer shopping for businesses and platforms, creating a more appealing promotional environment and more attractive product information that consumers prefer.

Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Keputusan Pembelian Produk iPhone

In an increasingly digitally connected world, technology products such as the iPhone have become a popular choice among consumers; Service quality and customer satisfaction play an important role in consumer purchasing decisions. The research method used is a survey distributed to participants who are iPhone product users. The collected data were analyzed using regression analysis and descriptive statistics to evaluate how the studied variables relate to one another. This study aims to analyze the effect of service quality and customer satisfaction on purchasing decisions for Iphone products. The number in this study are customers who use Iphone products with a total of 100 respondents. Based on the results of the study indicate that service quality has a positive and significant effect on purchasing decisions. Consumer trust has a positive and significant effect on purchasing decisions. Service quality and consumer trust have a positive and significant effect on purchasing decisions. Better understanding of how service quality and customer satisfaction influence consumer decisions to buy iPhone products allows companies to develop more efficient marketing strategies and increase customer loyalty. Further research can be conducted to explore other components that can influence consumer purchasing decisions for technology products.

PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEACH VOLUNTRIP DI PT. GEMILANG MEDIA WISATAMA DI YOGYAKARTA


 
 
 Green marketing mix is an important field of study for companies because it provides opportunities for competitive advantage that can influence consumer purchasing decisions. This research aims to determine the effect of green marketing mix on purchasing decisions for Beach Voluntrip product at PT. Gemilang Media Wisatama (Travelxism) partially and simultaneously. This research uses quantitative research methods and data collection techniques including observation, documentation, interviews, questionnaires, and literature study. Data analysis techniques in this research include research instrument tests, classical assumption tests, descriptive statistical analysis, multiple linear regression analysis, and hypothesis testing. The sampling technique in this research uses probability sampling technique and saturation sampling by distributing questionnaires to domestic tourists aged ? 17 years who had purchased Beach Voluntrip product at Travelxism. The results state that green marketing mix variable has a significant and positive effect on the purchasing decision variable partially and simultaneously. Based on the research results, Travelxism is advised to intensify promotions targeting tourists with an age range of 17-25 years on social media, diversify eco-friendly tourism products and provide competitive prices so they can compete with alternative tourism products and other conventional tourism products.